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3.
Business Podcasts and Marketing <ul><li>Marketing applies to ALL podcasts regardless whether business, personal or any combination. </li></ul><ul><li>A REAL podcast is what every one of you do. </li></ul><ul><li>Business Podcasts means many things to many people, but we all agree it is using this medium to drive business. </li></ul><ul><li>Business podcasts are more difficult to produce than “real” podcasts because of the process and nature of business. </li></ul>

13.
How Many People Listened? <ul><li>334 People? – These are subscribers, which means a service (itunes, juice, etc.) read the feed from Feedburner. They aren’t necessarily people. </li></ul><ul><li>162 People – Feedburner site stats shows how many people downloaded from the page that has a link to file. Which sucks more than 334. </li></ul>

16.
How Many People Listened? <ul><li>334 People? – These are subscribers, which means a service (itunes, juice, etc.) read the feed from Feedburner. They aren’t necessarily people. </li></ul><ul><li>162 People – Feedburner site stats shows how many people downloaded from the page that has a link to file. Which sucks more than 334. </li></ul><ul><li>748 People – Lots better. But is it really people? Only one way to find out – look under the covers. </li></ul>

19.
How Many People??? <ul><li>Don’t ever trust a single source. Use MANY to get a full picture. </li></ul><ul><li>Learn to look at RAW logs. There is a lot of interesting things there. </li></ul><ul><li>Use ALL stats available to you: </li></ul><ul><ul><li>Feedburner, Libsyn, etc. for feeds AND pages. </li></ul></ul><ul><ul><li>Your weblogs stat program on your host. </li></ul></ul><ul><ul><li>Your RAW logs. They show all accesses. </li></ul></ul><ul><ul><li>Get access to OTHER servers logs. </li></ul></ul><ul><ul><li>Google Analytics! </li></ul></ul>

23.
Business vs. Real Podcasts <ul><li>REAL Podcast </li></ul><ul><ul><li>You do it because you want to. </li></ul></ul><ul><ul><li>It’s something you’re passionate about. </li></ul></ul><ul><ul><li>You are the ringmaster of this circus. </li></ul></ul><ul><ul><li>You take pride in your podcast and it’s something to call your own. </li></ul></ul><ul><li>Business Podcast </li></ul><ul><ul><li>You do it because you have to. </li></ul></ul><ul><ul><li>You’re passionate about getting your check. </li></ul></ul><ul><ul><li>Too many freaks, not enough circuses. </li></ul></ul><ul><ul><li>It’s never your own, but you take pride where you can get it. </li></ul></ul>

24.
Business Podcasts Wants <ul><li>Wants to be cool, hip, cutting edge! </li></ul><ul><li>Wants a podcast to be just like radio or TV . </li></ul><ul><li>Wants to be Marketing driven so the “right” message is sent. </li></ul><ul><li>Wants EVERYONE to download it, really simple because users are dumb . </li></ul><ul><li>Wants it done PROFESSIONALLY . </li></ul>

25.
Business Podcast Needs <ul><li>Needs to be timely, focused and useful. </li></ul><ul><li>Needs to be analyzed and improved based on measurable stats. </li></ul><ul><li>Needs to have SECURITY and tracking. </li></ul><ul><li>Needs to be tightly controlled production in order to expedite by fewest number of people. </li></ul><ul><li>Needs to be marketed to target audience. </li></ul>

27.
Managing Business Wants, Needs and Expectations <ul><li>Expect the insanity to run amok. It will eventually wear off. (“I Told You So” moment in your future.) </li></ul><ul><li>Start building now for needs later. </li></ul><ul><ul><li>Security model - ACCESS </li></ul></ul><ul><ul><li>Traffic analysis - MEASUREMENT </li></ul></ul><ul><li>Prove what works; it’s the only way you’ll get to have a valuable podcast. – STATS and ANALYSIS a.k.a. Marketing </li></ul>

28.
Business Podcasts 101 <ul><li>Business Podcasts are either internal (for employees) or external (for customers). </li></ul><ul><ul><li>External podcasts are typically ad-driven (lots of ads about your company) or business subject-driven (sponsorship). Can use a traditional podcast model. Goal is to reach customers and get more business. </li></ul></ul><ul><ul><li>Internal podcasts are used for C-level messaging, training, product information, etc. Needs a special podcast model. Goal is to reach employees and get them more informed. </li></ul></ul>

29.
Business Podcasts 101 <ul><li>Four business podcast features that differentiate Business Podcasts from Real. </li></ul><ul><ul><li>Unique feed URLs based on user (security). </li></ul></ul><ul><ul><li>Tracking Metrics tied to podcasts and users: what did each user download? </li></ul></ul><ul><ul><li>Multiple podcasts on same day – how to deal with user downloads </li></ul></ul><ul><ul><li>Playlists to segment content: Smart vs. Dumb. </li></ul></ul>

31.
User logs in to website, or registers for feed. A USERID is assigned to them WITH (login) OR WITHOUT (cookie) THEIR KNOWLEDGE. Example: joeuser USERID is encrypted with hash key giving a unique PodcastID (PID) that other users can’t figure out. User doesn’t know this is going on. Joeuser becomes abc234Qe3 Feed Link is presented to them as ITPC link with PID. This causes auto-subscribe with iTunes. You CAN’T subscribe without registering. User doesn’t see this. Subscribe itpc://yourpodcast.com/feed.php?pid=abc234Qe3 The only thing user sees is your Podcast Title. You have to look at Show Description to see actual URL

32.
Details <ul><li>Tracking Metrics tied to podcasts and users: what did each user download? </li></ul><ul><ul><li>Can’t do this without hitting server logs. HINT: serve media files from separate URL and logs. </li></ul></ul><ul><ul><li>Grab podcastID (“pid”) and append to all links. This shows in the URL part of the log. </li></ul></ul><ul><ul><li>Parse logfile nightly into a database, crossreference pid with user table. </li></ul></ul>72.32.178.23 – [02/Feb/2008:23:50:27] “GET /podcasts/BFH101.mp3?pid=1BR549 HTTP/1.1” 200 353 “-” “iTunes/7.6 (Windows; N)”

33.
Details <ul><li>Multiple podcasts on same day – how to deal with user downloads </li></ul><ul><ul><li>Use marketing to drive awareness </li></ul></ul><ul><ul><li>Try to coordinate content producers. </li></ul></ul><ul><ul><li>You know what users downloaded by your logs; spam users if they miss something. </li></ul></ul><ul><ul><ul><li>Example: Query the parsed logs over 14-days for PIDs who do not have mandatory.mp3. Left join their email addresses from userdb, sendmail them advising they have not downloaded mandatory.mp3. </li></ul></ul></ul>

34.
Details <ul><li>Playlists to segment content: Smart vs. Dumb. </li></ul><ul><ul><li>Smart playlists work better. Use iTunes as your delivery vehicle and you can group on elements. </li></ul></ul><ul><ul><li>Offer/require use of these if your one podcast serves multiple users types and audiences. </li></ul></ul>

35.
In Summary… <ul><li>Get the word out there about your podcast through EVERY means available. </li></ul><ul><li>Network and partner with your fellow podcasts for grass roots support and co-marketing. </li></ul><ul><li>Learn the Logs, use the Marketing tools! </li></ul><ul><li>Business Podcasts require more tracking and customization than REAL podcasts, so be prepared to get technical. </li></ul>